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Florent Girardin

Florent Girardin

EHL

Florent Girardin is Assistant Professor of Marketing at EHL. He holds a PhD from HEC Lausanne. Florent’s academic research focuses on consumers’ reactions to brand and product positioning strategies. In his doctoral dissertation, he has investigated consumers’ perceptions of brand authenticity, a marketing concept that has gained increasing attention in the marketing discipline, both from academics and practitioners. His research integrates different perspectives from philosophy, sociology and psychology to better understand the mechanisms underlying consumers’ formation of attitude toward brands and products as well as the impact of such attitudes on consumers’ life aspects. Dr Girardin is teaching courses on Hospitality Marketing and Luxury Brand Management. His work has been published in “Journal of Consumer Psychology” and “Psychology and Marketing”. He has also worked as a Growth Driver at PwC Switzerland.

His areas of luxury research

Authenticity, hospitality luxury brand management, luxury consumption and well-being.

References

Bernard Arnault Falls in Love with Tiffany! LVMH is using M&A as a key lever to accelerate growth and strengthen its leadership position in the global luxury market

Girardin, F., Haddad, S. (2019)

Retrieved on 3 April 2020 from https://hospitalityinsights.ehl.edu/lvmh-tiffany-takeover

Three reasons why LVMH’s Acquisition of Belmond is a Smart Move

Girardin, F. (2019)

Retrieved on 3 April 2020 from https://hospitalityinsights.ehl.edu/lvmh-acquisition-belmond

Brand authenticity: An integrative framework and measurement scale

Morhart, F., Malär, L., Guèvremont, A., Girardin, F. & Grohmann, B. (2015)

Journal of Consumer Psychology, 25(2), 200-218.

An Insight Into the State of Luxury Branding Today: Putting authenticity at the heart of luxury branding’s future

Venturini, B. and Girardin, F. (2020)

Retrieved on 31 March 2020 from https://hospitalityinsights.ehl.edu/an-insight-into-the-state-of-luxury-branding-today

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